Creativity is Essential
Award: Graphite Pencil
Graphite Pencil / Art Direction / Experiential / 2022
Award: Graphite Pencil
Graphite Pencil / PR / Reactive Response
Award: Wood Pencil
Wood Pencil / Experiential / Retail
Award: Wood Pencil
Wood Pencil / Media / Events & Stunts
Award: Wood Pencil
Wood Pencil / Art Direction / Outdoor
Award: Shortlist
Shortlist / Experiential / Public Spaces
Award: Shortlist
Shortlist / PR / Events & Stunts
Creativity had been jeopardised in the wake of Covid-19. Galleries closed as they were not deemed 'essential', negatively impacting creative communities, but essential shops were allowed to open. So Bombay Sapphire turned the Design Museum into a supermarket, so it could reopen despite pandemic restrictions. Ten emerging artists were enlisted to turn essential items into artworks, including rice, loo roll, fruit and veg, and Bombay Sapphire gin – all at supermarket prices, making art accessible to all.
What did the judges have to say?
"I'm very happy that we also put energy in awarding work from FMCG brands, where creativity is an answer to brands' business challenges. This one is smart, and brilliantly crafted."
Severine Autret, CEO, Fred & Farid Paris
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.